Robert Yale, Ph.D.

Robert N. Yale (Ph.D., Purdue University, 2011) is an Assistant Professor in the College of Business at University of Dallas. He is also Director of the Business Practicum Program which provides all undergraduate business majors with extensive real-world professional experience prior to graduation.

As a researcher, Dr. Yale's training and primary area of scholarly interest is in strategic message design and analysis. His research to date has concerned three broad areas of this interest: factors influencing the persuasiveness of messages, the effectiveness of pro-social marketing campaigns, and the development and validation of measures to assist researchers of the first two areas.

Specifically, Dr. Yale's research seeks to understand the factors that make messages persuasive (or not persuasive) to different segments of consumers and message recipients. Current research investigates the mechanisms within narrative messages that render them more or less persuasive (e.g., Yale, 2013) and individual difference variables that influence message processing, such as brand schematicity, need for cognition, and psychological reactance.

Professional Experience

Prior to entering academia, Dr. Yale worked as a software systems engineer, as a computer and network technician, in management at a large consumer electronics retailer, and as a regional corporate trainer.

Since 2006 he has worked as a strategic messaging analyst for a Dallas-based litigation consulting firm, conducting mock-trial and focus group research to help attorneys sharpen their case presentation before trial. He also works independently as a marketing and strategic communication consultant.

Recent Courses

BUS 1301: Business Foundations
BUS 3095: Business Practicum
BUS 3306: Communication in Business
BUS 4V52: Social Media Marketing
BUAD 6330: Business Communication

Research Interests

Strategic Message Design
Message Testing
Factors Influencing the Persuasiveness of Messages
Effectiveness of Pro-social Marketing Campaigns
Development and Validation of Measurement Tools
Narrative Believability
Individual Difference Variables in Message Processing

Selected Publications

Jensen, J. D., Yale, R. N., Krakow, M., John, K. K., & King, A. J. (in press). Theorizing foreshadowed death narratives: Examining the impact of character death on narrative processing and SSE intentions. Journal of Health Communication.

Guntzviller, L. M., Yale, R. N., & Jensen, J. D. (2016). Foreign language communication outside of a classroom: Scale validation and curvilinear relationship with foreign language use. Journal of Cross-Cultural Psychology 47(4), 605-625. doi: 10.1177/0022022116635743.

Yale, R.N., Jensen, J.D., Carcioppolo, N., Sun, Y., & Liu, M. (2015). Examining first- and second-order factor structures for news credibility. Communication Methods and Measures, 9(3), 1-24. doi: 10.1080/19312458.2015.1061652

Jensen, J.D., Yale, R. N., Krakow, M. M., John, K., & Weaver, J. (2015). Confirming the two-factor model of dispositional cancer worry. Psycho-Oncology, 24(6), 732-735. doi: 10.1002/pon.3723

Yale, R. N. (2014). The impromptu gauntlet: An experiential strategy for developing oral communication skills. Business and Professional Communication Quarterly, 77(3), 281-296. doi: 10.1177/2329490614537874

Yale, R. N. (2013). Measuring narrative believability: Development and validation of the narrative believability scale (NBS-12). Journal of Communication, 63, 578-599. doi: 10.1111/jcom.12035

Jensen, J.D., Carcioppolo, N., King, A.J., Bernat, J.K., Davis, L., Yale, R. N., & Smith, J. (2011). Including limitations in news coverage of cancer research: Effects of news hedging on fatalism, medical skepticism, patient trust, and backlash. Journal of Health Communication, 16(5), 486-503. doi: 10.1080/10810730.2010.546491

Jensen, J. D., Bernat, J., Davis, L., & Yale, R. N. (2010). Dispositional cancer worry: Convergent, divergent, and predictive validity of existing scales. Journal of Psychosocial Oncology, 28(5), 470-489. doi: 10.1080/07347332.2010.498459

Presentations

Pokharel, M., Jensen, J. D., & Yale, R. N. (2016, November). Personal Testimonies and the Parasocial Contact Hypothesis: Evaluating the Narrative Impact of the CDC's "Let's Stop HIV Together" Campaign. Paper presented at the 102nd annual meeting of National Communication Association in Philadelphia.

Weaver, J., Jensen, J. D., Yale, R. N., Krakow, M. & Ratcliff, C. L. (2016, October). Vicarious Replotting in Colorectal Cancer Screening PSAs: A Message Experiment with U.S. Adults. Paper presented at the annual meeting of the American Public Health Association in Denver, CO.

Yale, R. N., Jensen, J. D., Krakow, M., & Carcioppolo, N. (2016, April). How do narrative advertisements impact brand attitudes and purchase intentions? Examining believability, counterarguing, and emotion as mediators. Paper presented at the annual meeting of the Broadcast Education Association in Las Vegas, NV.

Jensen, J. D., Sarapin, S. H., Yale, R. N., Weaver, J., Pokharel, M., & Loewen, S. (2016, April). Theorizing the impact of targeted narratives: Model admiration and narrative memorability. Paper presented at the annual meeting of the Broadcast Education Association in Las Vegas, NV.

Jensen, J. D., Sarapin, S. H., Yale, R. N., Weaver, J., Pokharel, M., & Loewen, S. (2016, April). Mechanisms of narrative impact in targeted health communication. Poster presented at the annual meeting of the Kentucky Conference on Health Communication in Lexington, KY.

Jensen, J. D., Fenech, E., Yale, R. N., Krakow, M. M., Scherr, C. L. & Yeo, S. (2015, May). Persuasive impact of loss and gain frames on intentions to exercise: A test of six moderators. Paper accepted for presentation at the annual meeting of the International Communication Association in San Juan, Puerto Rico.

Jensen, J. D., Yale, R. N., Krakow, M., John, K. K., & King, A. J. (2014, November). Death narratives and melanoma: Examining the impact of character death on transportability, believability, and SSE intentions. Paper presented at the 100th annual meeting of the National Communication Association in Chicago.

Krakow, M. M., Yale, R. N., & Jensen, J. D. (2014, November). Character death, barrier-focused narratives, and cervical cancer: Manipulating narrative features to influence HPV vaccination intentions. Paper presented at the 100th meeting of the National Communication Association in Chicago.

Sun, Y., Jensen, J. D., Wilson, K. M., Yale, R. N., Liu, M., & Weaver, J. (2014, November). Fictional narratives and scary world beliefs: Comparing content-specific versus spreading activation models of cultivation. Paper presented at the 100th annual meeting of the National Communication Association in Chicago.

Yale, R. N., Jensen, J. D., Carcioppolo, N., Sun, Y., & Liu, M. (2014, May). Are the latent factors of news credibility distinct? Discriminant validity of the news credibility scale. Paper presented at the 64th annual meeting of the International Communication Association, Seattle, WA.

Guntzviller, L. M., Yale, R. N., & Jensen, J. D. (2014, May). Examining foreign language communication apprehension: Testing models in geographically and linguistically diverse populations. Paper presented at the 64th annual meeting of the International Communication Association, Seattle, WA.

Yale, R. N. (2014, March). A course-based experiential strategy for reducing anxiety, increasing confidence, and building lasting oral presentation skills. Paper presented at the 2014 Association for Business Communication Southwestern U.S. Conference in Dallas, TX.

John, K. K., Jensen, J. D., Yale, R. N., Carcioppolo, N., Krakow, M., & Weaver, J. (2014, March). Confirming the two-factor model of dispositional cancer worry. Paper presented at the 38th annual meeting of the American Society for Preventive Oncology, Arlington, VA.

Yale, R. N., Morris, P. L., & Russell, B. (2013, November). Relationship between perceived argument strength, juror verdicts, and verdict confidence: A test of the perceived argument strength scale. Paper presented at the 2013 National Communication Association Annual Convention in Washington, D.C.

Thomas-Maddox, C., Blau, N., Wrench, J. S., Broekelman-Post, M., Stutzman, J., Yale, R. N., Scroggin, K. T., & Lawless, B. (2013, November) Flipping the Communication Classroom: Creating Effective Blended Learning Environments to Empower the 21st Century Student. Paper presented at the 2013 National Communication Association Annual Convention in Washington, D.C.

Wysong, S., Bell, R. G., & Yale, R. N. (2013, June). Communicating socially responsible corporate behaviors in sports enterprises. Paper presented at the 2013 International Conference on Sport and Society in Chicago.

Yale, R. N. (2013, April). Extreme Makeover, Slide Edition: Teaching the Assertion-Evidence Model for PowerPoint Slide Design. Paper presented at the Central States Communication Association 2013 Conference in Kansas City.

Bell, R. G., Collins, J., & Yale, R. N. (2013, January). Angel Investments, Family Ownership, and Management Development in New Ventures: The Role of Institutions. Paper presented at the United States Association for Small Business and Entrepreneurship (USASBE) 2013 Conference in San Francisco.